Bringing Condo Sales out of the Closet
When we start a condominium development project Randi and I sit around a table and discuss “what if we lived here”, which gives us an insight into the project outside of the brief. It’s how we see from the big picture down to the details, and ultimately identify who the buyers are and what it is they are looking for – buyers first, product next, which is like detective work in reverse.
During one of these sessions Randi looked at a plan and said “oh my, look at these closets, they are awesome”, and then posed a question: Why haven’t we or anyone else been showing walk-in closets in 3D? We discovered years ago that kitchens and bathrooms are a big feature, so why didn’t we think of closets? The simple answer is that until now we and our clients never saw them as particularly important and not worth the effort, but as it turns out, we were all as wrong as two left shoes. Closets matter… in fact they matter more than guest rooms, which we have been doing for years.
Those of us in the game got so wrapped up with presenting the facts and big areas that we overlooked some things that really matter, such as where the Red-Bottoms (woman code for “highly desirable shoes”) live. We ignored a part of the plan that is visited multiple times a day and is integral to how people live.
Keen to try it out we created some examples and put them out into the market, which was an instant success in every respect – social media, normal advertising, video and in the sales centers. In fact some people, while liking the plan, go absolutely crazy for the closets. It’s certain that buyers are noticing them, I don’t think it’s just because we are showing something new – it’s more about people making a personal connection with the design.
Last year, if anyone asked me, I would have seen it as unlikely that closets in a 3D presentation would have helped. This year I learnt that it’s personal spaces that sell… and to listen to Randi more often…